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1. Demand. Willingness to Pay (WTP). A buyer’s willingness to pay for a good is the maximum amount the buyer will pay for that good. WTP measures how much the buyer values the good. Example: 4 buyers’ WTP for an iPod. the Red Hot Chili Peppers. WTP and the Demand Curve. - PowerPoint PPT Presentation
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Willingness to Pay (WTP)A buyer’s willingness to pay for a good is the maximum amount the buyer will pay for that good.
WTP measures how much the buyer values the good.
1
name WTP
Flea $300
Anthony 250
Chad 175
John 125
Example: 4 buyers’ WTP for an iPod
1. Demand
WTP and the Demand Curve
Q: If price of iPod is $200, who will buy an iPod, and what is quantity demanded?
2
A: Flea & Anthony will buy an iPod, Chad & John will not.
Hence, Qd = __ when P = $200.
name WTP
Flea $300
Anthony 250
Chad 175
John 125
WTP and the Demand Curve
Derive the demand schedule:
3
4John, Chad, Anthony, Flea
0 – 125
3Chad, Anthony, Flea
126 – 175
2Anthony, Flea176 – 250
1Flea251 – 300
0nobody$301 & up
Qdwho buysP (price of iPod)
name WTP
Flea $300
Anthony 250
Chad 175
John 125
$0
$50
$100
$150
$200
$250
$300
$350
0 1 2 3 4
WTP and the Demand Curve
P Qd
$301 & up 0
251 – 300 1
176 – 250 2
126 – 175 3
0 – 125 4
P
Q
Qd=0
Qd=1
Qd=2
Qd=3
Qd=4
$175
$125
4
$0
$50
$100
$150
$200
$250
$300
$350
0 1 2 3 4
About the Staircase Shape…
This D curve looks like a staircase with 4 steps.
5
P
Q
If there were a huge # of buyers, as in a competitive market,
there would be a huge # of very tiny steps,
and it would look more like a smooth curve.
Cost and the Supply Curve• Cost is the value of everything a seller must give up to
produce a good (i.e., opportunity cost).
• Includes cost of all resources used to produce good, including value of the seller’s time.
• Example: Costs of 3 sellers in the lawn-cutting business.
6
name cost
Angelo $10
Hunter 20
Kitty 35
A seller will only produce and sell the good if the price exceeds his/her cost.
Hence, cost is a measure of
willingness to sell.
2. Supply
Cost and the Supply Curve
7
335 & up
220 – 34
110 – 19
0$0 – 9
QsPDerive the supply schedule from the cost data:
name cost
Angelo $10
Hunter 20
Kitty 35
Cost and the Supply Curve
$0
$10
$20
$30
$40
0 1 2 3
P
Q
P Qs
$0 – 9 0
10 – 19 1
20 – 34 2
35 & up 3
$35
8
(1) Consumer Surplus (CS)Consumer surplus is the amount a buyer is willing to pay minus the buyer actually pays.
9
name WTP
Flea $300
Anthony 250
Chad 175
John 125
Suppose P = $260.
Flea’s CS = $300 – 260 = $__.
The others get no CS because they do not buy an iPod at this price.
Total CS = $___.
3. Welfare measures—CS and PS
$0
$50
$100
$150
$200
$250
$300
$350
0 1 2 3 4
CS and the Demand Curve
10
P
Q
Flea’s WTP P = $260
Flea’s CS =
$300 – 260 = $40
Total CS = $40
$0
$50
$100
$150
$200
$250
$300
$350
0 1 2 3 4
CS and the Demand Curve
11
P
Q
Flea’s WTP
Anthony’s WTP
Instead, suppose P = $220
Flea’s CS =
$300 – 220 = $80
Anthony’s CS =
$250 – 220 = $30
Total CS = $110
$0
$50
$100
$150
$200
$250
$300
$350
0 1 2 3 4
CS and the Demand Curve
12
P
Q
The lesson:
Total CS equals the area below
the demand curve & above the price.
0
10
20
30
40
50
60
0 5 10 15 20 25 30
P
Q
CS with Lots of Buyers & a Smooth D Curve
Q: P = $30, CS=?
A: CS is the area below the D curve and above the P. Recall: area of a triangle equals ½ x base x heightSo, CS=½ x 15 x $30 = _____
13
The Demand for Shoes
D
h
$
Price per pair
1000s of pairs of shoes
$0
$10
$20
$30
$40
0 1 2 3
(2) Producer Surplus
P
Q
Producer surplus (PS): the amount a seller is paid for a good minus the seller’s cost.
14
$0
$10
$20
$30
$40
0 1 2 3
Producer Surplus and the S Curve
P
Q
Suppose P = $25
Angelo’s PS = $15
Hunter’s PS = $5
Total PS = $20
Kitty’s
cost
Hunter’s cost
Angelo’s cost
Total PS equals the area below the price and
above the supply curve.
$25
15
0
10
20
30
40
50
60
0 5 10 15 20 25 30
P
Q
PS with Lots of Sellers & a Smooth S Curve
The supply of shoes
SQ: P=$40, PS=?A: PS is the area below the P and above the S curve.
The height of this triangle is $40 – 15 = $25.
So,PS= _____________ = $312.5
h
Price per pair
1000s of pairs of shoes
$15
16
profit
17
Q
Costs and Revenue
MC
ATCP = $10 MR
50
$6
profit per unit
= P – ATC= $10 – $6 = $4
Total profit = (P – ATC) x Q = $4 x 50= $200
Total profit = TR-TC = ________________
= _________________= _____
Greg Mankiw: CHAPTER 14 FIRMS IN COMPETITIVE MARKETS
4. Profit